While I haven’t seen anything positive from these kinds of acquisitions (w/r/t shaving), it’s possible. Case in point: Polaris (the snowmobile company?) was buying up motorcycle properties when, in 2011, it purchased Indian motorcycles. A few years later, in 2014, Polaris had revitalized the Indian brand and released the new Chief - a fantastic bike.

(12-12-2018, 04:27 PM)Harvey Wrote: BEVEL razor has just been purchased by P @ G (they own Gillette and the Art of Shaving).....wonder what they will do with the brand and its products.

Do they still own Art of Shaving? I thought that they had sold it off but, I may be mistaken.

Between 2013-2015, Proctor & Gamble moved Art of Shaving, Gillette and some other grooming companies from advertising agent BBDO in New York to Grey. The idea was to have most, if not all, grooming companies under one agency (to save money). To my knowledge P & G still owns A of S, someone else may have more up to date information here.

AoS is still a subsidiary of P&G. This isn’t really an example of a small firm being gobbled up by a conglomerate. Walker & Co (Bevel parent) raised $33M from a couple of top venture capital firms. The expectation from the beginning was that they’d have some sort of exit like this.

It’s being reported that they only were bought for $20-40M. They probably needed to take an offer like this to continue to survive, based on the cash flows that go along with raising that much money. The good news is that P&G will likely put a lot of marketing dollars behind it to grow the brand.

It’s not clear if traditional wet shaving tools will continue to be a part of the strategy though. The goal behind the brand is to provide the best grooming/beauty tools for people of color, so P&G can take that in any direction.